Ecover Consumer Campaign

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Ecover

Cleaning up with brand cohesion

Ecological cleaning products manufacturer Ecover has been changing the rules when it comes to home cleaning and laundry for over 30 years, combining education with inspiration to motivate consumers to change to a cleaner clean. When the brand decided to launch a major new television and print advertising campaign to support and drive its position within the premium category with a cleverly crafted value proposition, a multi-touchpoint campaign was devised to amplify the above the line creative through all channels. Our search and social media colleagues were called in to help clean up and align the brand's UK digital presence with the new creative, while the PR team were given the brief to maximise awareness and engagement through creative content creation.

Bringing on- and off-line on-brand

In a truly integrated campaign, we created and put in place a new, joined-up and on-brand look and feel for Ecover's many on- and off-line line touch points.

This included an enhanced YouTube channel (thanks to our relationship with Google), Twitter, Facebook, Google+, banner adverts and content for use in eCRM.  We also created style and tone guidelines for use across all company communications, with online and social considered in-depth.  ‘Feel Good’ experts transformed product news into product engagement,  delivering media and consumer-appeal celebrity endorsement  with media interviews and blogger engagement, all underpinned by creative, shareable video content to ensure social maximisation 

The brand alignment ensures that consumers get the same great brand experience, regardless of touch point or channel.

The result?

This integrated approach combined with a pro-active PPC and SEO campaign, has played a key part in leveraging the brand online from a niche ‘green’ product to a credible alternative to its mainstream competitors.

Here's what Clare Allman, Marketing Director Ecover UK had to say:

“Using Yucca's expertise within SEO and PPC has helped greatly in bringing cohesion to our multi-platform online comms and enabled us to maximise current platforms as well as overlaying commercial gains in terms of return of investment with great success.  Working closely with the PR team who provided essential creative and shareable content to both reflect and reinforce our ’Feel Good’ TV advertising, the result was a truly cohesive multi-touchpoint campaign that both engaged and inspired.”

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